Sales of Nike's 118-year-old brand Converse have fallen sharply

Sales of Converse, which Nike acquired in 2003, fell by 28 percent in the last quarter. Analysts state that the brand's future could be up for debate.

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Converse, one of the world's most well-known sneaker brands, has become more visible on Nike's agenda due to long-standing sales pressure. The brand, founded in 1908 and acquired by Nike in 2003, saw its revenue drop by 28 percent in the last quarter.

Although Converse, known especially for its Chuck Taylor model, has a limited share of Nike's total sales, the weakness in its performance is considered one of the factors complicating the parent company's recovery process.

A customer looking at numerous sneakers displayed on a wall in a store. — Changing consumer preferences in the sneaker market are increasing competition for established brands.

According to assessments reported by Fortune, although Converse accounts for approximately 2.5 percent of Nike's total sales, it was responsible for 20 percent of the decline in company sales in the last quarter.

Yellow Converse-style high-top shoes hanging on a rack. — Converse is known as a brand that has been identified with the Chuck Taylor model for many years.

REASONS FOR THE DECLINE

Analysts attribute the decline in the brand to limited product innovation and the perception that Converse is overly dependent on its iconic Chuck Taylor model. A similar debate is taking place regarding Vans, which is under the VF Corporation; it is stated that the brand's focus on specific skate shoe models makes it difficult to adapt to changing demand.

Close-up view of white Converse All Star shoes. — According to analysts, Converse's single-model-based perception creates a significant challenge in the search for growth.

BNP Paribas analyst Laurent Vasilescu pointed to Converse's performance in the fiscal quarter ending in November 2025, stating that there was a 44 percent drop in demand for the brand. Vasilescu stated that he had not encountered a drop in demand of this scale before.

Different sneaker models displayed in a stepped display area. — Product variety and innovation in the footwear market are seen as decisive in the competitive power of brands.

Despite two years having passed since Nike CEO Elliott Hill took office, the failure to achieve the expected recovery on the Converse side has raised questions about the brand's position in the portfolio.

Analysts suggest that Nike may consider the option of divesting Converse. However, there is no official decision or statement regarding the company selling the brand. Therefore, the possibility of a sale is currently limited to analyst commentary.